by Ruth Stevens
I was teaching B2B digital marketing in Buenos Aires recently, and found some of my students to be dismayed by one data point that came up again and again in the course: Of all tactics in the B2B marketing toolkit, the most valued, the most used and the most effective is face-to-face events. It’s not digital, except tangentially. But, year after year, events like conferences and trade shows consistently show up at the top of the list. Why, and what does that mean for us marketers?
Interestingly, my savvier students got it immediately. They intuitively understood the power of face to face in B2B marketing. “Business buying is done through relationships,” said one. Bingo.
It’s all about personal connections. Business buyers buy from people they know and trust. Business buying is based on people as much as it is on specifications and product requirements. Even when we…
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